Transcreation is the process of recreating the highly developed concepts, content, and context of branding, advertising, marketing, and other creative copy for use in multilingual global markets. In short, Transcreation is a higher, much more complex form of translation. Transcreation projects may also encompass peripheral components such as images, graphics, any cultural references as well as conflict-checking.
When content is deemed insensitive or inappropriate for the target market and/or local audience it may be substituted with similar, more appropriate content - both in copy and peripheral components such as images or cultural references. An easy example of substituted content during the Transcreation process might be the color “red” for the color “white” in marketing in the wedding industry in Chinese markets. Where a white wedding dress is quite appropriate in the United States, and in many markets around the world, it is quite inappropriate in China. In the Chinese culture the color red signifies love, prosperity and happiness. Often everything in a Chinese wedding is done in red from invitations and decorations to the brides wedding gown.
Transcreation delivers content in each target market that connects with that market’s native-speaking audience! Successfully transcreated copy is then expected to have a similar impact on the audience in each target market as it has in its source market.
Finally, it should be transparent to its audience that the transcreated copy has been recreated for use in their native language and local market.